What Makes a BOSS? My Journey So Far

BOSS recently launched its BOSS Fall/Winter 2023 campaign where #BOSSes like Naomi Campbell, Patrick Mahomes, and Suki Waterhouse shared the steps they have taken to get where they are now.  

This is one of my favorite campaigns because of the amazing and unique way it explores what it really takes to be a BOSS: dream big, trust your instincts, take risks, and have the right mindset and energy to get back up - even after failing! Inspired by them, I wanted to share my own journey to becoming a BOSS, from the decisions made to the lessons learned that continue to guide me today.  

With a clear vision, the right mindset, and energy, you can start building the foundation to your dreams. 

My journey began at a young age when I developed a strong interest in entrepreneurship and building something of my own. Even as a kid, I sold pebbles to people and at age 14, I started my first business importing miracle soap from Brazil... This attempt was not at all successful. But it didn’t prevent me moving on and trying new things. 

The journey took an unexpected turn when I discovered the world of fashion. Growing up, people would ask if I was one of the “Grieders” from Bongénie Grieder department stores across Switzerland. I am not. Funnily enough, over the years, something clicked and fashion caught my interest. My sister’s husband was also in the fashion business around the same time, and during the summer I would help him in his store. It was great and I remember being fascinated by how much this industry constantly changes and redefines itself. 

Success starts in our head and is possible with the right people around you. The most successful entrepreneurs believe in themselves and their ideas – and they partner with those who share a similar mindset and values. 

After finishing my studies, I continued my path as an entrepreneur and followed my passion for the fashion industry. First, I founded my first company which specialized in buying and selling leather jackets from Turkey. In 1994, together with Thomas Rieffel — my best friend then and to this day — we started Max Trade Service AG, which later became Madison Clothing Ltd. Under Madison Clothing, we represented brands like Pepe Jeans, Stone Island, C.P. Company, and Belstaff. 

In the early days of the company, we took an absolute risk and invested almost all our money to rent an expensive office space in the heart of Zurich to use as a showroom and invite customers to. We wanted to make sure we had a perfect product display and sales environment. But we were not sure of course, if our plans would work out in the end. Luckily for us, they did.  

Great leaders are willing to take risks. New journeys can only begin when you seek new opportunities and embrace new challenges. 

In 1995 I traveled to New York City and discovered Tommy Hilfiger in Bloomingdales. I knew straight away that I wanted to bring this brand to Europe! Two years later, they were looking for someone to represent them in Europe, and originally, the company went with a different, more established agency. Instinctively I made a last-minute decision and made an offer they couldn’t refuse:  I said, “I’m going to show you for one year that I am the right person for this, and you will not have to pay me for it. After one year, you can decide if you are happy with the results and want to continue”. It was an insane idea, but I did it.  

This was a big risk — and it worked out.  

What inspired me to keep going along this way over the year was Tommy himself and his entrepreneurial spirit. When we met, it was immediately clear we had shared values, vision, and goals. One of the most important things I learned from him was to always put the customer at the center of what you do – and the importance of being a product person. This philosophy continues to guide how I make decisions today.   

Believe in yourself and trust your instincts. When you believe in something, go for it, and don’t give up even if some people say no. Truly believing in something is the starting point to success. And it is important for leaders to motivate people to stay flexible and ready to embrace change. 

My journey with Tommy Hilfiger & PVH spanned 23 years. Sometime around 2013, after becoming Global CEO, I remember having a moment while watching the weather forecast on TV. As I watched the presenter in one place and how the information moved around him, something clicked and inspired me: would it be possible to create a similar system for the buying process of new collections?

A few days later we discussed this with a team in the office. Most dismissed the idea quickly and didn’t believe in it. So I invested a lot of time and energy personally to see this through, presenting the idea internally to teams, sharing the benefits and why I believed in this so much.  

Still, many were hesitant and didn’t fully believe. But we decided to work on it and after two years of working, we implemented the idea. It was an incredible journey – full of chaos, determination, and teamwork.  

In 2015, we were ready for a test run of the idea. Still, there were fears that our partners would not accept it and that we would lose sales. So, I also personally presented the idea to partners and shared the benefits. In the end, it was a huge success, and we established a new way of selling for the industry. Even buyers who didn’t believe in the idea of digital showrooms ended up loving them after seeing the concept in action shortly after.  

To adapt to new times, we need speed of trust: we have to trust each other, and ourselves. We need to work together as one team if we want to unlock our full potential. 

In 2016, HUGO BOSS approached me for the first time and asked me to join. I said no that time. But then, in 2019 when they reached out again, my mind had changed. The true potential of the company had become clear to me, and I thought that this could be a new personal challenge and an incredible opportunity at the same time.  

HUGO BOSS has always been a company we looked up to, especially the strong brand awareness the company has built for itself since its founding 100 years ago. There were years when HUGO BOSS was a sort of north star, and I was curious about what the future could look like for this company.  

So, in 2019, I said yes. Many people had shared other advice, but it has been one of the best decisions I have made. Even my sons, who were skeptical about my decision at first have become some of the biggest fans of our brands... It was clear to me that I wanted to be part of a team that would bring the company back on stage, to celebrate a true comeback.  

Together, we started a new chapter at HUGO BOSS. We embraced change by changing our mindset and energy and embracing speed of trust. We didn’t know each other, but we trusted each other, and it paid off. Since, it has been an incredible ride, with record-breaking results. It has enabled us, as a team, to claim back the lead in the fashion industry. And I would say: we are only getting started!  

You have to be able to always get up one more time than you have fallen. This is the only way forward and the only way to learn. What was your journey in becoming a #BOSS? 

The journey to becoming a #BOSS is never straightforward. It is full of ups, downs, and turns that take you to unexpected places. But I have to say, these are often the moments that provide you with the most valuable lessons. They open up possibilities to shape your own path if you have a big dream. Trust your instincts, take risks, and have the right mindset to move forward and not give up... even when others don’t agree with you. That is how #BOSSes are made.  

What is the most difficult or important lesson you’ve learned during your journey?